While Supreme does an excellent job of projecting an archetypally “cool” image by employing arrogant, scowling skaters in its stores who invest a lot of concerted effort into treating customers with quiet contempt as a way of embodying the brand’s too-cool-for-school persona (not caring is such a clichéd signifier of “cool”), most of the people that buy the brand (but not all of them, obviously) don’t reflect that image at all. Supreme’s core consumer is not Jason Dill, it’s kids who look like they’ve raided his closet.

there is nothing about the discourse surrounding supreme which can possibly make supreme less cool. tweenage white kids spending their parents money to wear something that looks awful on them does not make supreme less cool.

someone should write an article (can the words book/article/essay be care-tags filtered into 'trend report' please) exposing every brand by highlighting who their actual customer is, I don't think uncool customers is something unique to supreme

Nothing I really want on my first look through, there's a couple things I like(bones sweater) but nothing that really sticks out to me as something I need. It also seems like there is a lot of bombers being made this season but that might just be me.

How's Supreme's denim? I'm thinking about grabbing a pair of the slim jeans in black. All of the other pants that I have from them are stellar but none are denim. Thinking about getting them as a pair to beat up instead of my raws.

I somehow managed to miss all the Mike Hill stuff. I carted a regretter deck and checked out super fast without a captcha but got a payment processing error. Saw the deck was sold out and went back for a regretter tee but got the same error. I'm so pissed.

I genuinely wanted the Regret deck/tee but didn't even try. It really doesn't matter what the context of this stuff is anymore everyone is going to buy it for resale. A year or two ago this would have been an easy pickup, similar in hype/sellout times to the Daniel Johnston stuff. Captcha WILL NOT EVER stop bots and will absolutely make manual checkout times slower.

I'm in the process of selling off all my Supreme that isn't heather grey tees and bags, and I'm gonna do my best to keep it that way once it's gone. I did buy a few things (bag/tee/key knife for bf) from the first drop this season, but especially after last year I'm kind of not into this anymore I think? I feel like the " " " brand image " " " of Supreme has been very nebulous for years and has intersected w/ a lot of subcultures and made sense in a lot of contexts and that was probably one of the biggest selling points of the brand, but now I can't help but picture the frat boy idiots that are tastemakers or whatever on youtube/instagram who are buying six of everything and I don't want someone to look at me and see my jacket or whatever and immediately associate me with that?

Like it's crazy to me that a company that made shirts with Divine's face on them and all this Burroughs shit is now coveted primarily by dudes who say faggot a lot and it makes me SO UNCOMFORTABLE to have to entertain a conversation with those dudes when they say my bag/shirt is nice or whatever. I mean you could make that argument about most of the big dumb thing that is called streetwear but I'm just kind of in my feelings because a thing I like is kind of becoming hard to defend/justify.

Mike Hill is an amazing artist and I hope he gets more attention from this and I hope there's a vintage Alien revival. Sorry this has been a lot of rambling. Namaste.

maybe jebbia will shutter the brand once he sees a video of someone enthusiastically using the supreme money gun at a strip club

seriously, how much further from your foundational brand image can you get? the aesthetic embodiment of supreme has basically morphed into thisi can't say i endorse the shit the ymbape dude was doing but if shit like that keeps more gullyguyleo kids from popping up maybe it's for the best